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Immunocastration of pigs represents an alternative method to surgical castration, being more respectful of animal welfare. However, this new technology may not be accepted by consumers due to their perception of possible risks tied to the use of the product, thus representing a concern for the production sector. The study aimed at verifying the attitude of Italian consumers towards immunocastration and to assess whether their perception can be affected by science-based information on advantages and disadvantages of immunocastration. A total of 969 consumers (divided in three groups representative of the Italian population) were contacted and asked to complete an online questionnaire. Only technical (neutral) information on immunocastration was provided to the first group; the second and the third group received information on the advantages (+) and disadvantages (-) of the technique, shown in reverse order (+/- and -/+, respectively). The level of information did not affect consumers’ perception of immunocastration. Overall, immunocastration is perceived in a predominantly positive manner (54.5%), with a relatively low level of risk perception (34.2%), and a good willingness to pay more for meat deriving from immunocastrated pigs (+18.7%).

Abstract:In the Italian agrifood sector, one observes heterogeneity in the types of quality certification processes. This heterogeneity cannot be explained by standard governance theories like transaction costs economics (TCE). We use the governance value analysis (GVA) perspective that synthesizes TCE and a resources-based view (RBV), to suggest that the observed heterogeneity in organizational forms is a result of heterogeneous differentiating strategies that farms have pursued in the face of competitive pricing pressures. To empirically test GVA, data are obtained using a survey methodology on lamb meat produced by local farms in the Abruzzo region of Italy, challenged by price-costs squeeze. Our empirical test evidences the relevance of the adopted approach, enlightening different organizational arrangements, strictly linked to both the strategic positioning and to the farms' resources and core competencies.

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